One in four people will leave last-minute shopping to Christmas Eve

More than one in four (29%) of people plan to hit the shops on Christmas Eve this year, according to the latest Accenture Holiday Shopping Survey.

While we’re getting more organised when it comes to buying Christmas presents – with 48% of people now shopping for festive gifts throughout the year – many of us are still shopping down to the last minute on Christmas Eve. Half of Christmas Eve shopping (49%) will be done in store as people head to the high street for a last-minute dash, while others will look for deals online.

The research also found 30% of people plan to take advantage of the Boxing Day sales, but they are more likely to find deals from the comfort of their home than to hit stores. Almost two thirds (63%) will do their Boxing Day shopping online and one in ten (12%) are likely to return Christmas gifts.

“The last-minute shopping dash is a big opportunity for retailers,” said Jill Ross, a managing director in Accenture’s UK Retail practice. “To capitalise on this and drive sales, retailers could look to streamline search capabilities and curate the experience to help customers find what they are looking for, and help customers find things they don’t yet know they’re looking for.”

“Consumers are hunting down the best deals and the most thoughtful gifts across both digital and physical channels,” said Ross. “Retailers must invest in their user experience to deliver a seamless customer journey – from the first moment a customer spots your product to when it is sitting under the Christmas tree.”

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